Airline and Qantas

Topics: Airline, Low-cost carrier, Southwest Airlines Pages: 31 (865 words) Published: November 20, 2013

10

The current strategies of Qantas is concentrated on establishing long-term shareholder

value,

balancing

the

demand

for

cautious

financial

management

with

its

important

capital

expenditure

requirements,

as

Qantas

invests

to

improve

the

customer

experience. With the operation of Jetstar HK, Jetstar has increased its brand reputation

in Asia-Pacific region. Qantas also re-adjusted its strategy of international routes and

began

cooperation

with

Emirates

Airline,

thus

involved

the

broad

route

network

of

Emirates in

its

service scope.

(Taylor, 2013) Currently, Qantas has set

up operation

base

in

Dubai,

and

discusses

with

Emirates

about

technological

coordination

and

interest

allocation.

Meanwhile,

Qantas

attaches

more

and

more

attention

to

Asia

market, and makes every effort to strengthen its relations with Asia. As its competitors

like

Singapore

Airline

and

Malaysia

Airline

increase

the

capacities

of

Australian

routes, Qantas adopts the pricing strategy to earn more market share. (Taylor, 2013) In

addition,

Qantas

is

keep

reducing

its

operation

cost.

For

example,

Qantas

froze

the

basic wage increase of middle and high level managers, but used good salary to attract

talents.

4. Recommendations

4.1 Business level

Scientific pricing system could help improve the ticket income of Qantas. With time

passes,

ticket

pricing

becomes

more

complicated,

thus

Qantas

could

imitate

the

actions of some low cost airlines to adopt realtime pricing strategy.

Besides,

Qantas

should

make

innovations

in

terms

of

communication

way,

so

as

to

enhance

communication

with

customers.

Whether

Qantas

could

narrow

the

psychological

distance

with

customers

in

shortest

time

is

an

important

part

to

gain

customer

trust

and

loyalty.

(Kleymann

&

Seristö

,2004)

Qantas

should

pay

more

attention

to

customers’

suggestions

and

complaints,

handle

and

feedback

in

time.

Though the feedback of customers, Qantas could further adjust the business level of

service teams, improve service quality, meet consumer demands, so as to gain more

support and trust.

11

4.2 Corporate level

References: (2009).
The
Barbot, C., Costa, A., & Sochirca, E. (2008). Airlines performance in the new market
context: A comparative productivity and efficiency analysis
(2011).
The
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